Jan. 29, 2013
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Rick Williams and Roland "Ro" Coit of "Detroit Rubber" / LOUD/Electus

by Edna Gundersen, USA TODAY

by Edna Gundersen, USA TODAY

Detroit Rubber, a weekly reality series about a sneaker shop in recession-battered Detroit, launched Tuesday on YouTube's Loud Channel with Eminem serving as co-producer.

The show tracks Rick Williams and Roland "Ro" Coit as they struggle to maintain a business in a Michigan economy that lost 860,000 jobs in the decade leading up to the financial crisis. The shop doubles as a hangout for rising hip-hop stars who crop up in the series.

"The guys from Burn Rubber represent what Detroit Hustle is all about: passion, pride and hard work," Eminem says in a statement. "We're excited to show the world what they've created here in The D."

"Sneakerheads" Williams and Coit bought Burn Rubber in 2007, turning it into a global shopping destination for distinctive shoes. Celebrity clients, many of whom are glimpsed in upcoming episodes, include Big Sean, Mr. Porter, Royce Da 5'9 and Prince Fielder, first baseman for the Detroit Tigers, who strolls into Burn Rubber seeking exceedingly rare Jordan 4s that Williams and Coit have never laid eyes on. A search ensues.

Eminem co-produced Detroit Rubber with Paul Rosenberg for Shady Film and Ben Silverman and Drew Buckley for Electus.